Nice to see more units in this area as it should also help with the turnaround of mid-Market. I’ll follow Mark’s lead regarding commenting on aesthetics.
Interesting that the building is sited so those two billboards to the right can remain in place. I wonder about the taller billboard on the left though. What does a developer have to go through to block a billboard’s “view easement” ?

“Interesting that the building is sited so those two billboards to the right can remain in place.”
The building is not sited to preserve the billboards. There’s another empty lot right there that’s separate from 1415 Mission, which is why the building doesn’t extend all the way to that neighboring building with the billboards on it. That’s why you can still see the billboards.

Turin, please don’t just say it — just say it *LOUDER*.
In fact, why not we open our hermetically sealed & cheaply manufactured pseudo-windows, say, not unlike like Peter Finch in the movie about blandness called “Network,” and S C R E A M it over the soulless rooftops of ‘SO-WAH?’ (previously SOMA) and Mission Bleh (Previously Mission Bay).
Get some followers together and let’s camp out in front of the ‘Plan Inc.’ department and shame it staffers and they squiggle into their work nest.
Let’s get angry, Turin. Because SF is being buried beneath a shroud of ugly.

I wish these places would give up the parking spaces entirely and just have a lot of retail instead. There are rarely parking spaces under buildings in Manhattan and people get along just fine. This intersection is a block away from the Muni and a dozen bus lines. About the architecture–bland is par for the course in SoMa now, but anything is better than a parking lot.

Actually, I love that Heller has The Infinity on its web site as one of its projects, with a slight mention of Arquitectonica.
Of course, it’s the only interesting building in their portfolio. This is what’s known as padding your resume’.

I agree with Milkshake’s sentiment that it is nice to see more units in this area.
Hopefully they’ll pull permits and go ahead and build it as planned, but if they are in fact hiring another firm for a tweak of the design, I further hope they will not go back for re-approval after a re-do if the plans in order to build micro-apartments.